Variable Data Printing

What is Variable Data Printing?

A form of on-demand digital printing that produces customized or personalized documents targeted to a specific individual. Within a single document design, elements such as text, graphics and images are changed from one printed page to the next based on recipient information garnered from a database.

How’s it work?

The effectiveness of Variable data printing lies in its ability to communicate to customers on a personal level because it

combines the power of databases with digital printing to create customized marketing pieces efficiently and in large quantities.

What you have then is mass customization marketing.

There are two ways to printing Variable Data pieces:

• A shell is pre-printed in large quantities to gain the efficiencies of full-color offset printing. This shell is then run through an digital press to print the variable elements such as names, addresses and other custom information.

• The entire finished piece becomes a custom document run on a digital press which can translate into custom colors, graphics and text content in every piece.

Variable data can essentially be broken down into three levels:

• Basic Variable Data: this involves changing just the name and address of the piece

• Version Variable Data: A more detailed level of customization, with text and graphics changing for groups based on marketing segment

• Full Variable Data: Fully customized pieces change for each individual on the database.

How Can you Use VDP?

• Postcards• 401K Prospectus • Statements• Letters• Donation Packages• Direct Mail• Brokerage Account Information• Insurance Policies• Checks• Newsletters• Sales Collateral • Brochures

“A standard mailing piece, which is generalized for the mass public

gets approximately a 2% response rate. When you add

Variable Data elements into the mix you boost that number from 2 to 15 times the regular rate. While the rates will vary across different

industries and sectors, the general consensus is that

Variable Data will 9 out of 10 times produce significantly better rates

that age old mass mailings.”

– The UPC BUZZ June 23, 2009

How Can VDP Effect Your Business?

 NumberMailed

Costper Card

Campaign Cost

Response Rate

No.Responses

Cost per Response

Personalized* 3,000 $1 $3,000 10% 300 $10

Static* 3,000 $0.50 $1,500 1.50% 45 $33

*Published in Printing News - May 14, 2007

DIRECT-MAIL MARKETING CAMPAIGNS THAT USE PERSONALIZED ONE-TO-ONE COMMUNICATIONS ARE SHOWING ROIS OF 20, 30,

EVEN 40 PERCENT. YOUR CAMPAIGN WILL BE MORE COST EFFECTIVE AND SUCCESSFUL, REACHING INDIVIDUALS WITH A PERSONALIZED MESSAGE TO GAIN AND HOLD THEIR INTEREST.

- Printing News

How can a printer Help your Marketing Team?

• Develop a Clear Marketing Strategy

• Data Source (lists/text/graphics/images)

• Design an attractive way to display your offer.

• Help get your clients to take action.

– Go to your Website

– Go to a PURL

– Make a Phone Call

– Take a Survey

– Donate

– Invest

– Buy

Your printer should have:

•Experience

• Talented Designers

• Mail and Fulfillment Capabilities

– NCOA Processing

– Kitting

• Great New Canon Digital Equipment

• Personalized Websites Available

– Design the website to match your own then your client orders printed materials and RPM prints on demand and you keep the data for more contact later.

– On demand Opportunities

• Competent, Caring Sales Staff

Call me today to set up an appointment with a local

printer.

Thank You